JWT Singapore uses its younger workforce to create an agile content division

JWT Singapore launches JWT25

JWT Singapore has launched a new service called JWT25 which uses young content creators to focus on short content made quickly.

The idea is that this unit can specifically focus on client briefs that require content to be ‘always-on’ and will include video production.

The average age of the teams will be 25 and the content will be produced in under 25 days, which led to the name of the division. As well as talent in-house, the agency is also building up a global network of freelancers and talent that are similarly young and fast at production.

Peter Womersley, CEO of J. Walter Thompson Singapore, said; “Clients are increasingly looking for an alternative service to complement long form film. JWT25 was set up to respond to clients seeking a fast, effective, high quality snackable video service for the lowest cost.”

The division is born from Chameleon Content, which was set up in Singapore 2011 as a regional production hub for several key brands for J. Walter Thompson offices worldwide.

The news comes hot on the heels of other agencies that are creating new agency models around faster production and millennial talent. Dentsu Aegis launched its new agency Fortysix earlier this year with a focus on ‘doing good’ that will have a diverse and young workforce.

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Charlotte McEleny

Charlotte McEleny is The Drum's Asia Editor, charged with finding all the interesting industry news and insights from the Asia Pacific region. During her year in Asia, she's covered topics as wide ranging as industry overwork to artificial intelligence, and interviewed top CMOs such as Alibaba's Chris Tung, and world famous creatives such as Rankin.

Based in Singapore, she travels the region regularly, attending and presenting at many top events, such as Spikes, Ad Week Asia and Innovfest.

Prior to her role as Asia Editor, she spent 10 years working across the London marketing trade magazines, even picking up an award for Best Digital Team at the PPA Digital Awards during her spell as digital editor at Marketing.

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